Diversity, Equity, and Inclusion (DEI) have become front and center in corporate conversations over the last decade, especially within public relations. But while DEI statements flood press releases and corporate websites, the real question remains: how much progress has truly been made?
PR professionals are uniquely positioned to shape the DEI narrative both inside and outside organizations. Yet, too often, DEI is treated as a performative checkbox or a marketing campaign instead of a fundamental commitment to systemic change.
This op-ed dives into the state of DEI in PR, exploring the pitfalls of tokenism, the challenge of internal alignment, and the crucial steps PR teams must take to turn intention into action.
The Current Landscape: A DEI Awakening
The events of 2020, including global protests against racial injustice, marked a watershed moment. Brands scrambled to update their messaging and hire Chief Diversity Officers. Headlines about diverse leadership and equitable hiring dominated for a moment.
However, reports and studies reveal that many organizations have struggled to convert DEI rhetoric into meaningful outcomes. According to McKinsey’s 2024 report, diverse representation in leadership roles increased marginally, but inclusivity and equity lag behind.
For PR, this means the public is more skeptical than ever. Consumers and employees alike scrutinize not just what brands say—but what they do.
Why DEI Matters in PR
- Reputation Management
PR teams craft brand stories. Stories that ignore diversity risk alienating large, growing demographics. Missteps can lead to viral backlash, costly boycotts, or employee unrest. - Audience Relevance
A brand that doesn’t reflect the diversity of its audience feels out of touch. DEI drives authenticity in communications and increases resonance. - Employee Retention & Talent Attraction
Inclusive cultures attract diverse talent. PR helps convey that culture externally, but must also mirror it internally.
Tokenism and the Danger of Surface-Level DEI
The problem with many DEI efforts is they stop at the surface:
- Highlighting a few diverse spokespeople without changing hiring or promotion practices
- Celebrating “diversity months” but failing to address pay gaps or microaggressions
- Launching one-off campaigns instead of sustained programming
This performative DEI breeds cynicism. When brands use diversity as a marketing tool without accountability, audiences call them out.
Case Study: Pepsi’s Kendall Jenner Ad
Remember the 2017 Pepsi ad featuring Kendall Jenner handing a police officer a soda during a protest? The campaign was widely criticized for trivializing social justice movements andreducing complex issues to a feel-good commercial.
Pepsi had intended to show unity but instead exposed the pitfalls of shallow DEI messaging and a lack of cultural understanding. It became a PR disaster and a textbook example of why deeper engagement matters.
DEI Must Start Internally
Public relations can’t manufacture trust. It has to reflect the company’s culture.
Internal DEI means:
- Recruitment: Attracting candidates from diverse backgrounds.
- Retention: Creating inclusive environments where all employees thrive.
- Equity: Ensuring fair pay, promotions, and opportunities.
- Leadership commitment: Having diverse leadership with decision-making power.
Without internal change, external messaging rings hollow.
PR’s Role: From Communicators to Change Agents
PR professionals should push for transparency about DEI progress and setbacks. This requires:
- Reporting metrics honestly (diversity numbers, pay equity, promotion rates)
- Highlighting stories that showcase diverse experiences authentically
- Partnering with Employee Resource Groups (ERGs) for authentic voices
- Challenging leadership to be accountable publicly and privately
The best PR campaigns won’t mask failures—they’ll acknowledge challenges and commit toimprovement.
Building Inclusive Narratives
DEI storytelling should:
- Go beyond statistics and showcase lived experiences
- Avoid stereotypes and tokenism
- Highlight intersectionality (the overlapping nature of social identities)
- Involve diverse creators and consultants to ensure authenticity
Listening and Amplifying Marginalized Voices
DEI isn’t just about speaking for diverse communities—it’s about amplifying their voices.
Brands should:
- Use their platforms to highlight underrepresented voices in media
- Support diverse content creators and journalists
- Invest in community partnerships beyond sponsorships
PR teams should act as gatekeepers ensuring diverse perspectives are included in coverage and campaigns.
Navigating Backlash and “Cancel Culture”
When brands take stands on DEI issues, backlash is inevitable. PR professionals must prepare for criticism—both from detractors and those who feel progress isn’t fast enough.
Effective responses include:
- Listening actively and empathetically
- Avoiding defensive postures
- Demonstrating ongoing commitment through action
- Using criticism as a learning opportunity
Technology’s Role in DEI Measurement and Action
New tools for tracking hiring, pay equity, and employee sentiment help companies benchmark DEI efforts. PR teams should leverage these insights to craft transparent communications and set realistic goals.
Future Outlook: DEI as Business Imperative, Not Trend
In the next decade, DEI will cease to be a “nice to have” and become fundamental to business resilience. PR professionals who embed DEI deeply into strategy will help their organizations thrive in diverse global markets.
Final Thought
Diversity, equity, and inclusion are not buzzwords—they’re the blueprint for sustainable, authentic relationships with employees, customers, and communities. For PR, embracing this truth is both an opportunity and a responsibility.
The brands that succeed won’t be the loudest, but the most genuine and accountable.
